• MKAY9009
  • Digital Marketing Project

  • Credits (ECTS): 30
  • Marketing

Modules are delivered
as part of a programme.
To apply for the
see the DIT website

Module Description

Recent researchers in marketing Education in the UK, Ireland and elsewhere have examined the apparent disconnect between the academic provision of marketing education and the reality of practitioners engaging new and disruptive technologies to gain consumer insight, engagement and value. The article by Harrigan & Hulbert (2011) and their ongoing research refer to this gap and lag between theory and practice; with practitioners in some cases lamenting the failure of many modern marketing courses to deliver market ready graduates capable of engaging with the tools and technologies and to quickly assimilate into the firms marketing reality. Harrigan & Hulbert propound a new DNA for marketing courses and it is in this spirit and recognition of the marketplace demand and skills deficit that it is proposed that a carefully crafted experiential learning by doing paradigm in the shape of a company based project or consultancy is undertaken by the learners as a capstone integrative learning opportunity. This project confers a multiplicity of opportunities to engage and extend prior learning and emerge market-ready and possessed of a balanced blend of theory and practice. Rationale and motivation. In order to add value and relevance to the suite of delivered material in the previous semesters it is intended that traction is achieved by translating and transferring this earlier learning into a carefully chosen marketing context which challenges the learner to identify, integrate and apply prior theoretical and practical learning in a focussed and effective way to a real-life digital marketing challenge and brief. The students will have to develop or extend, as autonomous learners, any digital marketing pre-requisites and negotiate their role, involvement and contract with the engaging firm, subject to agreement with the lecturer. The intention is to develop both a level of interest, engagement and competence, which in turn have the potential to contribute synergistically to among other things; job market preparedness, entrepreneurial capacities, consultancy skills. The project will allow for the development of a portable and demonstrably relevant skill set in terms of strategic thinking and planning, advanced analyses, practical competences, work relevant immersion, autonomous learning and maturity; thereby differentiating the learner from more generic marketing graduates. How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education Journal of Marketing Education December 2011 vol. 33 no. 3 253-272

Indicative Syllabus

Prior course work and syllabus content constitute the platform for embarking on the project process. Whilst this stage is hallmarked by the students taking substantial responsibility for their subsequent formal and experiential learning; they will nonetheless be supported with formal mechanisms and learning resources. In particular at the early stage they will be directed to and informed of resources such as:
? A tailored repository of digital cases studies, e-books and white papers
? Guidelines for successful group dynamics and outputs
? Consultancy skill development and report writing resources

ISCED:0414: Marketing & Advertising
Total Contact Teaching Hours:30

Please note that the catalogue is provided as a guide to modules in DIT. Not all modules listed will necessarily be offered every year and new modules may also be added. Information subject to change. For detail on specific programmes/modules please contact the relevant School directly.